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Introduction to Adwords
Module 1
Benefits of Adwords
Relevance
Return on Investment
Reach
Basic Features
Keyword
Placement
Image Ad
Campaign
Ad group
Impression
Click
Basic Features
Click-through Rate
Cost per Click
Maximum Cost per Click
Cost-per-thousand Click
Quality Score
First page bid estimates
Optimization
Account Structure
Campaign
Daily budget
Geo-targeting
Syndication preference
Start and end dates
Ad Group
Ad Group
One set of
One set of
keywords
keywords
One or more ads
One or more ads
Account
Unique email address
Password
Billing information
Campaign
Daily budget
Geo-targeting
Syndication preference
Start and end dates
Ad Group
Ad Group
One set of
One set of
keywords
keywords
One or more ads
One or more ads
2.2 Campaign
Management Basics
Module 2
Key Concepts
From the campaigns tab:
Receive alerts
Create a new campaign
Change campaign settings
See the list of campaigns
View campaign status
Key Concepts
Clicks: The clicks accrued for the ads in each campaign
Impr.(impressions): The number of times that the campaign's ads have been displayed on Google
or on sites in the Google Network
CTR(click-through rate): The number of clicks divided by the number of impressions that the ads
have received. This is expressed as a percentage: 2 clicks for 100 page views equals a 2% CTR.
Avg. CPC(average cost per click): The average cost accrued for clicks on the ads within that
campaign.
Cost: The total costs that a campaign has accrued during the time frame that you selected.
Avg. Pos.(average position): This refers to the average position on a search result page that an ad
appears in when it's triggered by that keyword.
Conv. (1-per-click)(conversion rate): The number of user clicks that turned into actual
conversions for the advertiser. Conversion rate equals the number of conversions divided by the
number of ad clicks.
Cost/Conv.(1-per-click): The total cost divided by the total number of conversions. This tells you
how much each conversion costs. This applies only to users who have set up conversion tracking.
Conv. rate(1-per-click):Number of conversions divided by total clicks. This tells you your
conversion rate. This applies only to users who have set up conversion tracking.
Key Concepts
From the campaigns tab:
Account tree: Use this menu beside your account pages to switch between
campaigns and ad groups.
Performance summary graphs: Use these customised graphs to compare trends
on every level of your account. Click the "Change Graph Options" link to see data
points such as clicks, impressions and average position or to compare two of these
metrics at once.
Networks tab: This is where you manage your placements. You'll also see the
summary statistics for both your Search and Display Networks.
Campaign roll-ups: 'Roll-up' views let you see and edit all a campaign's keywords,
placements or ads in one place, instead of finding and changing them ad group by
ad group.
Dynamic help content: Help sections display the FAQs that you most likely need
for the page that you're viewing. Of course, you can also always click the "Help" link
in the top corner of your account to see the full Adwords Help Centre.
Key Concepts
Actions you can take from the Campaigns tab:
Campaign and ad group creation workflow: Create new
campaigns and ad groups with theNew+button at the top of
any table.
In-line editing: Edit ads, keywords, placements and bids
within the tables on the campaign and ad group tabs in your
account. Just position your cursor over a row to reveal the
editable fields.
Copy/move: A click of this button lets you copy and move
keywords, placements and ad groups between campaigns
without leaving the campaign management interface.
Ad Group Management
Ad groups can be separately named, sorted by results,
paused, edited
Groups can host different keywords, placements, ads, bids
But location and bidding occur at a campaign level
Ad groups tab shows you a summary of performance/issues
in all groups
Text Ads
Text Ads
NOTE: Double-Width characters (e.g Chinese or Korean) have
half the character limits. But punctuation is single width!
Text Ad Guidelines
Editorial and format:
Character limit: Your intended headline, text and URL must fit within the required limits and
not be cut off.
Prices, discounts and free offers: If your ad includes a price, special discount or "free" offer,
it must be clearly and accurately displayed on your website within 1-2 clicks of your ad's
landing page.
Punctuation and symbols: Among other requirements, ads may only contain a maximum of
one exclamation point.
Content:These policies relate to the products and services that you advertise,
and may apply to ads and the content of your site. For example, advertising is
not permitted for the promotion of certain weapons or for aids to pass drug tests.
Link:These policies relate to the Display and Destination URLs in your ad. For
example, the Display URL must be accurate and links to your website must allow
users to enter and exit the landing page easily.
Text Ad Guidelines
Ads should:
Image Ads
Image Ads
Animated or static
Never on the search network
The power of the image
Give each image a title
Don't exceed 50 characters
Include an image description
Include the campaign or ad group name
Image Ad guidelines
Gif, jpg or png or animated in flash
Max size = 50kb
Sizes
250 x
200 x
468 x
728 x
300 x
336 x
120 x
160 x
250 Square
200 Small Square
60 Banner
90 Leaderboard
250 Inline Rectangle
280 Large Rectangle
600 Skyscraper
600 Wide Skyscraper
Video Ads
Video Ads
Think entertainment audience
One of the largest formats of media consumption
Formats
In stream text ads
In stream graphical overlay
Click-to-play ads
Mobile Ads
Mobile Ads
Smaller to fit on smaller screens
Mobile ads MUST lead to a mobile website
They can include a Call functionality
iPhones (and others) display normal ads, not mobile ads
Create a separate campaign (rather)
Mobile image ads work the same as the desktop versions
except 12 or 18 character limits
Colour
Strong call to action
Balance images and text in ad
Include a visible URL
Experiment! (copy, templates, colour, call to action)
Summary Ad Formats
Format
Network
Cost
Format
Text
Search or partner
CPC
25,35,35,35
Image
Only partner
CPC or CPM
Ad builder
Video
Only partner
CPC or CPM
Ad builder
Mobile
Only partner
CPC or CPM
18,18,18, Call
Rich
Only partner
CPC or CPM
Ad builder
Display Network
Keyword targeting:
-Contextual targeting
No placement
Placement targeting
- Managed placements (specific sites)
Quality score is calculated separately for the two networks, so even in one
campaign the same ad may have different quality scores for search and display
Text ads
Targeting
Search Targeting
1.
2.
.
.
.
.
Match Types
Type
Characteristics
Keyword
Matching searches
Broad
Default
Largest reach
Includes plurals and
synonyms
PR Agency
PR Agencies
Advertising PR agency
PR JHB agency
Phrase match
Keywords in exact
sequence
PR Agency
JHB PR Agency
FH PR Agencies
PR Corporate agency
[Exact]
Matches exactly
consumer search
phrase
[PR Agency]
PR Agency
PR Agencies
JHB PR Agencies
-Negative
PR Agency Cape
Town
PR Agency
JHB PR Agency
Cape Town PR
agencies
-{Embedded]
Removes an
embedded exact
search phrase
-[Philips] Lighting
Philips lights
Philips lighting
Philips
Keyword Lists
Build
keyword
list
Using the
Google
Keyword tool
Group
keywords
by theme
Set the
right
match for
each
keyword
Refine list
Test &
refine
Monitoring Keywords
Quality Score (disabled by default)
Keyword analysis tool
Remember to adjust poor performing keywords and change the
match rules
Keywords must match what your advertising
Adwords Location
Targeting
Location
Regional or City Targeting
Proximity or radius targeting
Location Challenges
IP address shows wrong location
A user outside the target area searches for something specific
in it (they will still see your ad, automatically)
You target country level, Google then uses their domain, but
the user is actually in a different location (e.g. Chris using
google.co.za in Amsterdam)
Best practice
Before setting location, check Google Insights for search,
optimise for country traffic
Check on campaign performance where traffic actually comes
from and optimise
Different regions can have different landing pages
Add location extensions to your ads
Placement Targeting
(Display Network)
Contextual Targeting
Individual Placement
targeting
Placements
Your keywords are used to
No keywords required, you
match page level content
choose the sites. Ads appear
Remember this is set by default regardless of content
Can be the entire site, section
Bidding (in order)
or ad unit
Individual placement bids
Must be part of the network
Managed placements bid
Placement tool will help tell you
Display Network bid (or your where to place
campaign if you leave it
You still compete in the bid for
blank)
that space
Can exclude up to 5 000 sites
Managed placements
Allow for placement targeting
or restrictions
Separate bid management
First Google uses keyword
contextual targeting, then
managed placement rules
3
Monitoring Performance
Run a URL report and check:
Implement Google's conversion tracking so that you can understand how individual sites are
converting for you.
Don't focus on lower overall click-through rates (CTR). Remember: A low CTR on a given site
does not necessarily mean that your ads perform poorly. Users behave differently on Display
Network pages than they do on search sites. For more telling information, rely on your
conversion data.
When you find placements where ads from one ad group convert well, consider adding them
as managed placements on the Networks tab in your ad group. Try raising your bid so that
your ads will have a better chance of appearing whenever your keywords put your ad on that
placement. Or try doing the opposite with poorer-performing placements: lower your bid to
seek a better ROI on those specific placements.
Respond only to statistically significant data. It may take several weeks before you can see
how your ad is doing on a specific site. We recommend waiting until you have enough click
and impression data before making decisions.
Use the report to identify and exclude sites that are not converting for your campaign.
Best Practice
Using the right keywords
Select placements that match your ad
Try using rich media
Use placement diagnosis to uncover problems
Bidding
Module 5
Types of bids
Cost per Click
Cost-per thousand
impressions
Conversion Optimiser
Important concepts
When setting up an account consider the value of a click and your daily
budget
Adsheduling - Adjust bids by time of day (using the bid multiplier, 10%
to 1000% of the original CPC.
Note this affects all ads in the campaign
Demographic bidding (Bid + %) Increase your bid when the right
demographic is being targeted
Best practice:
Choose the bidding strategy that fits your goals
Consider automatic bidding for new advertisers
Use bid simulator to see possible advertising results with different bids
and keywords
Review where the best bids come from and shift focus
Budgets
Daily budget = amount your willing to spend per campaign on average
Up to 20% over budget on a given day, but never over 100% of the budget over the
lifespan of a campaign
Standard delivery
Impressions are spread out through the day
Accelerated delivery
Display your ad as quickly as possible to your
budget
Best Practice
Keep your total account spend in mind when specifying your
campaign
Remember your bidding amount when setting your budget
You may change your budget a max of 10 times a day
Ad Site Quality
Module 6.2
What is ad quality?
Google strives for relevance, in searches and ads (this makes the quality score so
important)
Quality Score is based on your keyword's click-through rate (CTR); the relevance of
your ad text, keyword and landing page; and several other factors.
This is calculated for EVERY relevant search
Landing page quality is influenced by the usefulness and relevance of information
provided on the page, ease of navigation,load time, how many links are on the
page and more
Quality score is used in:
influencing your keywords'cost per clicks (CPCs)
determining whether a keyword is eligible to enter the ad auction that occurs when a user
enters a search query
affecting how high yourad will be ranked
estimating thefirst page bidsthat you see in your account
Display Network
Contextually targeted
CPC:
The historical CTR of the ad on this
and similar sites
The relevance of the ads and
keywords in the ad group to the
site
The quality of your landing page
CPM:
The quality of your landing page
Placement targeted
Usefulness
Relevance
Ease of navigation
Load time
How many links and more
Transparency
Navigation
Eligible
Disapproved
Paused/Deleted
Low search volume
Below first page bid
Low Quality Score
You need to enable the quality score tab to view the analysis
Performance Monitoring
Track performance and conversions = identifying which clicks
are more valuable and optimising budget. This requires
understanding what users are doing on your site
Brand
Marketing
Direct
Marketing
Ads
distributed to
those directly
interested in
your product
Generate
leads
ROI focus
CPC
AdWords
Discounter
Smart Pricing
Builds
awareness
Display
network
reach
Every stage
of purchasing
decision
Message
testing
Adwords Proposition
Targeting
Search query, Language & Location
Networks devices, placement targeting & exclusion tools
Pricing options
CPC
AdWords Discounter
Smart Pricing
Reporting
Points to consider:
Review their website: Have a basic understanding of the advertiser's business. What is their
flagship product or service?
Do some research: Are there articles about the business online? Are they already doing online
marketing? Are they in the organic search results? How competitive is the ad space?
Learn to speak their language: What vertical are they in? What is their sales cycle? Are there
unfamiliar terms? Is there seasonality? What challenges might they face?
Begin to plan: How might you build an AdWords account for this advertiser? What products or
services would you include in an initial marketing strategy? What products or services might
you recommend for expansion?
Invalid clicks
Manual clicks to increase your costs OR automated tools
Google has three powerful tools for protecting clicks on AdWords ads:
Detection and filtering techniques:
Each click on an AdWords ad is examined by our system. Google looks at numerous data points for
each click, including the IP address, the time of the click, any duplicate clicks and various other
click patterns. Our system then analyses these factors to try to isolate and filter out potentially
invalid clicks.
Advanced monitoring techniques:
Google uses a number of unique and innovative techniques for managing invalid click activity. We
can't disclose details about the software, except to say that we're constantly working to expand
and improve our technology.
The Google Team
In addition to our automated click protection techniques, we have a team that uses specialised
tools and techniques to examine individual instances of invalid clicks. When our system detects
potentially invalid clicks, a member of this team examines the affected account to glean important
data about the source of the potentially invalid clicks.
Best Practice
Keep your client updated on progress often
Offer multiple metrics for success
Dont share your login credentials
Product
Why hire a 3rd party professional
Let's take a look at some pros and cons of each:
Guaranteed Clicks
Pros
Potentially easier to sell for an untrained sales force
Simple value proposition for unsophisticated advertisers
Cons
Requires more click-fulfilment strategy because AdWords platform is not built to support Guaranteed Clicks
Can create confusion by placing higher value on clicks rather than leads, phone calls, sales
Does not take into consideration click differences across verticals
Does not work well for very high-cost or low-cost advertiser packages
Budget-based
Pros
Facilitates operations because of Adwords platform compatibility with a budget-based product
Focuses advertisers' attention on value delivered rather than click targets leading to better performing accounts
Provides flexibility to allocate different CPCs based on vertical cost variations
Provides more flexibility to your Account Management Team
Cons
Challenging to sell to unsophisticated advertisers
Challenging to set advertiser expectations
Contracts
Short Term:
Better suited for risk averse advertisers because of increased flexibility
Usually provides more signups, but higher churn rates in the long run
Offer short-term contracts with auto-renew functions
Long Term
Better suited for advertisers with online experience
Usually provides fewer initial signups, but lower churn rates in the long-run
Offer long-term contracts with short-term cancellation policy
Cons:
Cons:
Prising Model
Some considerations:
Ensure your pricing model fits in with your other product offerings (if you offer other products)
Create price points that can be easily explained by your sales force
Commonly observed pricing models contain upfront monthly service fees or percent-based
markups (10-30%)
Examples:
10% mark-up + 50 monthly service fee + 100 monthly budget
30% mark-up + 50 monthly budget
100 one-time set up fee + 50 monthly service fee + 100 monthly budget
Deliver 100 clicks for 200
If you decide to bundle your products, here are some considerations:
Offer different packages for savvy vs. less savvy customers
Allow your sales force to offer customised price packages for higher spend customers
At FH
16.5% commission
Plus time to set up, manage and report
If we dont like them a 10% handling fee as well